We continue to produce campaigns that aim to promote and support breastfeeding in NL. Thanks to the support and involvement of many people, these campaigns continue to help increase the breastfeeding rates in NL and the support for all women in NL communities.
You’ll See Plenty of Strange Things: The Posters
Perhaps you’ve noticed one of our posters in a hockey arena, school, college, Memorial University, community centre, shopping mall, business, or at your doctor’s office or public health centre? These are the showcase items in our public awareness campaign.
You’ll see plenty of strange things….breastfeeding isn’t one of them is a fun, humorous campaign designed to promote public acceptance of breastfeeding. The posters touch on the positive health benefits of breastfeeding, but focus more on minimizing the stigma about breastfeeding in public. It’s all about building confidence in women to breastfeed! Through this public awareness campaign, we hope to encourage the families of pregnant women and the communities in which they live to support new mothers and give them the confidence they need to breastfeed anytime, anywhere.
The posters are available FREE at your local public health offices. You can display them within the community (e.g. at stadiums, shops, hair salons, etc) or at community events.
NL Breastfeeds YouTube Series
The Baby-Friendly Council of Newfoundland and Labrador is pleased to release the Newfoundland and Labrador Breastfeeds educational and promotional video series. The videos are designed to promote increased awareness about the importance of breastfeeding and to create opportunities to address the challenges that arise when women think about how they will feed their babies. They are part of a larger public education and awareness campaign by the Baby-Friendly Council of NL to increase provincial breastfeeding initiation and duration rates.
The videos may be used in prenatal education and support programs, Healthy Baby Club/Family Resource Centre Programs, physician offices and waiting areas, and secondary and post secondary education programs.
The Newfoundland and Labrador Breastfeeds video series was developed through a unique partnership with the arts community. Produced by well-known local film director Mary Lewis, the video series features many local and national celebrities like Mark Critch, Cathy Jones, Andy Jones, Mary Walsh, Pete Soucy (“Snook”), The Ennis Sisters, Brad Gushue, Tim Baker, Marthe Bernard, Mary-Lynn Bernard, Kim Stockwood, Jonny Harris, Lisa Moore, Sheilagh O’Leary, Damhnait Doyle, Krystin Pellerin, Krysta Rudofsky, and many others, along with local breastfeeding families and health professionals.
The three video clips “You won’t regret it”, “Why?”, and “What breasts are for” feature the perspectives of a range of individuals from young children to grandmothers. The intent is to inform and create opportunities to address the barriers and challenges that arise when women think about how they will feed their babies. All participants share in an open, honest, and often humorous manner, their personal experiences about breastfeeding. The three videos offer different perspectives on breastfeeding and therefore should be previewed to determine which clip is most appropriate for the audience.
In addition, a series of shorter promotional and educational video clips were developed from the original material including:
- Just Be There (1 min) – local celeb, Mark Critch, talks about how husbands/partners can support breastfeeding mothers.
- Support (1 min 4 seconds) – The support of family, health professionals, and others can make a big difference in a mother’s confidence with, and ability, to continue breastfeeding.
- Worried About What People Might Think (58 seconds) – Breastfeeding in public … well, what WILL people think?
- You Won’t Regret It (53 seconds) – Don’t take our word for it! Everyone says it, give it a try!
- Risks of Formula Feeding (1 min 5 seconds) – How you choose to feed your child can have more impact than you realize.
- Variety (55 seconds) – Doesn’t everyone deserve variety in their diet?
- Thoughts from a Grandmother (1 min 1 sec) – Many grandmothers in NL raised their children on Carnation milk. One grandmother reflects on the culture then and now.
- Mary Walsh on Boobs (45 sec) – Mary Walsh discusses the perfectly designed breast.
- Breastfeeding Because (42 sec) – NL mothers, celebrities, and health professionals talk about all the reasons to breastfeed – benefits for babies, for moms and … it’s obvious.
MetroBus Breastfeeding Ads
During the spring and summer (March – June, 2014), we invested in several MetroBus ads in St. John’s, including the back, side, and inside of the bus, and on bus shelters. Ads were placed in high visibility locations in St. John’s and Corner Brook (MUN campus, Lemarchant Road, Torbay Road, Quidi Vidi, and Kelsey Drive)
The goal of this specific campaign was to build on previous messaging on encouraging NL women to ‘start a conversation’ about breastfeeding and to direct them to our website and Facebook page. The imagery used reflected Newfoundland and Labrador women breastfeeding within their communities and the province.
With an increasing population growth in the metro area, as well as a large immigration of youth and retirees, we feel this campaign had a wide reach. Thus, we are exploring this type of advertising in other parts of the province as well.
Cineplex Breastfeeding Ads
To date, two Baby-Friendly NL commercials have been featured in the pre-show advertising in Cineplex in St. John’s, Mount Pearl, and Corner Brook (January – February 2014).
(1) You Won’t Regret It: A 50 second video featuring local celebrities and health professionals with the goal of helping pregnant women and their families make an informed decision about infant feeding.
(2) Breastfeeding Because: A 30 second video featuring local celebrities, community members, and health professionals with the goal of highlighting the importance of breastfeeding, including health benefits for Mom and baby.
Overall, no medium can match the impact and engagement of the big screen. Audiences are in their seats, ready to be entertained, and there is no channel switching, skipping commercials, or other distractions. Along with this, 75% of the Cineplex audience is from 18-24 years of age – a critical time for learning about breastfeeding.Finally, Newfoundland and Labrador has one of the highest numbers of moviegoers per capita in the country: an average 75,000 views per month.